OOH MARKET INSIGHTS APRIL 2017

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Published On: May 15, 2017

By INSITE OOH team

April has been a bit quieter than what we are used to, probably the calm just before the storm of Ramadan campaigns next month! Notwithstanding the peace, overall occupancy has increased to 83%, as compared to the 81% occupancy that we had in March.

The scenery of OOH campaigns has been pretty varied in both, industry categories and OOH reach. Easter and PopeFrancis’visit have been the most remarkable events of the month, with a few exhibitions leaving their mark on our billboards too – LeMarchéLaCasa and Furnex&TheHome new editions, as well as the continental FoodAfricaCairo.

Real Estate is again the fastest and largest growing industry in number of OOH campaigns across the Greater Cairo. With the heat round the corner, most Real Estate developers have grabbed the opportunity to showcase their summerprojects on the various paradises across Egypt. Certainly the North Coast and Ain Sokhna offer infinite possibilities for a second home. BlueBlue, StellaDiMare, Jebal, and INERTIAhave made it to our Top 20 ranking, bringing us a piece of their beach amusements in a variety of campaigns.

The urban projects were still present. SARAI has surprised us this month with a massive campaign and moved up ten positions, ranking second in our Top 20 – after their slow-down last March, we were expecting something big from them! Landmark, with their campaign for project ARIA, along with ParkCorner, have ranked among the first 5. Wadi Degla’s Neopolis has also made an impact with their campaign.

And our new breakthrough category this month is… drum roll… Fashion & Accessories! Not surprisingly, as Egyptian menswear brand Concrete has taken Cairo by storm. Whether for their brand ambassadors or their spring collection, the truth is that their campaign has become the talk of the city.

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